UKTV’s newest gem, W, targeted at aspirational go-getters

Wednesday 10 February 2016

Versatile and striking colour palette compliments the wide range of content on W

UKTV's W channel, launching next week, will dazzle on- and off-air thanks to its glossy, geometric branding, designed to showcase its premium content, and targeted at aspirational go-getters who seek high-quality escapism.

The visual identity for entertainment channel, W, announced as the evolution of Watch by UKTV last month, has been specifically designed to attract 30 to 39-year-old women and their partners, husbands and family, with whom they share a love of smart entertainment. The channel launches on Monday 15 February.

Led by W's Senior Brand Manager, Sarah Yeoman, the channel's branding was created and developed by multi award-winning design agency Art&Graft.

UKTV's Head of Entertainment Marketing, Gareth Barker, said,

For W, we've created a bold look; clearly rooted in entertainment, with a high-end feel. The one-letter name of this new brand is positive and disruptive. It stands out. The diamond logo and grid formation is designed to draw the audience in to our compelling content and convey W's brand promise of smart escapism. The diamond is a strong, confident shape that encompasses our brand values. Elegant typography and vibrant colours help portray a premium brand that audiences can trust.

Art&Graft's Creative Director, Mike Moloney, commented,

The central themes of the brand proposition, 'smart escapism' and 'rewarding journeys,' were key to all of our creative thinking. We wanted W to be intelligent and multifaceted, like the audiences it would be speaking to. We've sidestepped the often-used cliches of overtly feminine design tropes, to create an authoritative, premium channel brand that audiences, especially women, can relate to and be inspired by.

The colour palette reinforces the premium feel of the channel, with a strong blue as the hero brand colour and gold highlights adding a softer, feminine sense of luxury. The versatile but striking colours were chosen to compliment the wide range of content W will offer.

The diamond motif acts as a striking focal point and provides smooth graphic transition between environments on-screen. Art&Graft have created a series of BEOP and menu designs, all constructed on a strong diamond-shaped grid system.

Moloney added, "Placing the diamond as a transition point, we took the idea of forward movement through moments of everyday bravery; moving outside of our comfort zone and pushing on regardless of obstacles. This is reflected in the real-life scenarios we pass through in the idents, creating an endless journey by looping together sections of multiple, diverse scenes."

Art&Graft have created three alternate backgrounds for W's on screen presence, to allow adaptability: the lighter packaging can be used alongside 'daytime' programmes, while the dark packaging might be used for evening shows or to give an 'ultra-exclusive' feel.

From this week, viewers of Watch and UKTV's other nine linear channels will see the content-led brand promo and brand trails for W on air to support the launch. Off-screen, W will be advertised on cinema screens, terrestrial TV channels, broadcast VOD and in the press (pictured, below).

The colour palette reinforces the premium feel of the channel, with a strong blue as the hero brand colour and gold highlights adding a softer, feminine sense of luxury. The versatile but striking colours were chosen to compliment the wide range of content W will offer.

The diamond motif acts as a striking focal point and provides smooth graphic transition between environments on-screen. Art&Graft have created a series of BEOP and menu designs, all constructed on a strong diamond-shaped grid system.

Moloney added,

Placing the diamond as a transition point, we took the idea of forward movement through moments of everyday bravery; moving outside of our comfort zone and pushing on regardless of obstacles. This is reflected in the real-life scenarios we pass through in the idents, creating an endless journey by looping together sections of multiple, diverse scenes.

Art&Graft have created three alternate backgrounds for W's on screen presence, to allow adaptability: the lighter packaging can be used alongside 'daytime' programmes, while the dark packaging might be used for evening shows or to give an 'ultra-exclusive' feel.

From this week, viewers of Watch and UKTV's other nine linear channels will see the content-led brand promo and brand trails for W on air to support the launch. Off-screen, W will be advertised on cinema screens, terrestrial TV channels, broadcast VOD and in the press. Creative agency Joint London produced the off-air creative artwork.

W's programme slate, created to leave viewers feeling 'satisfyingly energised', includes UKTV Originals such as Honey I Bought the House, Get Me To The Church and ON; stunning US exclusives like Code Black Criminal Minds: Beyond Borders and Grimm; and the same-day repeat and weekend omnibus of BBC One's EastEnders.

The channel is the first to be unveiled as part of UKTV's thriving portfolio since the launch of Drama in 2013, the most successful British TV channel launch in five years and now a channel vying for the title of most-watched non-PSB, behind Dave, also owned by UKTV.

UKTV has a strong track record in launching and rebranding premium channels with its portfolio including crime drama channel Alibi, natural history channel Eden and Gold, home of the nation's favourite comedies and a growing slate of UKTV Originals.

UKTV's increased investment in creating original programmes contributed to UKTV's record-breaking viewing in 2015, which saw the network grow its share of viewing to 5.27%, up 3.7% year on year.

END

For further information please contact:

About W

Sky 109/245, Virgin 124/191, BT & TalkTalk 311

On demand on Sky and Virgin

W is UKTV's premium entertainment channel, offering audiences a dazzling mix of original factual entertainment formats - Get Me To The Church, Honey I Bought the House - alongside hit shows from the US including Code Black, Criminal Minds: Beyond Borders, CSI:NY, Grimm and The Strain plus the very best from the BBC and Channel 4.

About UKTV

UKTV is the multi-award winning media company that reaches 42 million viewers a month.

UKTV's eleven imaginative brands - UKTV Play, Dave, Watch, Gold, Alibi, Yesterday, Drama, Really, Home, Eden and Good Food - include the most popular non-PSB channel in the UK and account for 9% of the British commercial TV market. The company's most recent financial results showed record-breaking year-end revenue of £283m and EBITDA of £74.1m. It invested £123m in programming and related launches last year, and is becoming an increasingly significant investor in UK creativity.

UKTV has a truly innovative model, curating brand-defining commissions, high-profile acquisitions and the very best of BBC, alongside programmes originally shown on ITV and Channel 4. The network embraces technology to deliver inspired channels to audiences through Freeview, Sky, Virgin Media, BT, TalkTalk, YouView and UKTV Play, and distributes its highly valued original programmes to 200 territories.
Now celebrating its 22nd year at the forefront of digital television, UKTV - an independent commercial joint venture between BBC Worldwide and Scripps Networks Interactive, Inc. (SNI) - is proud to be the only British television broadcaster to be recognised by Best Companies.

About Art&Graft

Art&Graft is a London-based, motion-led design studio, with a team of highly skilled design specialists and producers crafting intelligent, original motion and animation pieces. Art&Graft's watchword is uniqueness, its mission to create compelling, vibrant work that gets noticed.